Web Push Notifications Strategies to Increase Engagement & Conversions

Have you noticed the little box just below the address bar of your web browser when you visit a new website asking your permission to send you notifications about offers and updates? If yes, then you know what a web push notification is.

Most of the websites today use this re-engagement tool to communicate information about their products and services to their users. However, to stand out among your competitors, you need a robust strategy by understanding the fundamentals of browser push.

Before we move on to the strategies or best practices of web push notifications, it is essential to understand the components of it. The following section describes it in detail.

Components of a Web Push Notification

The performance of the web push notification depends on the optimization of its components. The following are the components that every push notifications we say consist of:

Title or headline: The title or headline is the most important feature of the browser push notifications. It speaks about what the notification is about and initiates interest among the users who view it. Moreover, the title describes the subject fo what to expect when the user clicks on it. Creating compelling and clear headline is a vital requirement to optimize its performance.

Message: The next part is the body that delivers the message that the push notification carries. This is the space where you could design the web push with all the relevant information that you want to relay to your users. Using some value proposition along with some urgency in the message can really ramp up your push performances.

Image: The image section helps you to provide a high-definition real-time image of the product or the services you are delivering the message about. The image plays a crucial role in push performance as it helps you strengthen the value proposition of the product, of which you are sending the information by displaying the actual colors, size, and design.

CTA: CTA in a web push notification is the gateway to your website or the webpage that you want your users to land on when they are interested in your product or services. The CTA must be designed in such a way that it stands out in the background and deep-linked to the exact web address of your intentions.

Web Push Notifications Best Practices

Now that you know about the components of web push notifications, you must look to optimize the designs of your push messages to deliver an impressive performance. To do so, the following best practices might be of help to you:

Opting In: Like any other marketing communication channel, even web push notifications need you to ask for consent from your users. Before sending push notifications, you need your users to opt-in to receive your messages. While asking for visitors to opt-in, you must also provide a clear indication of what they should expect from you when you send them the marketing messages.

Segmentation: Once you have users subscribing to your push notification, you must segment them in different groups according to the preferences and interests. You must keep these segments updated with fresh user data collected regularly according to the user activity on your website.

You can also use the data from the user responses to the push notification you send to understand if there is any change in their online behavior. Certain platforms allow you to carry out real-time user segmentation based on real-time data of the users. You must leverage such platforms to optimize your push notification performance on your website. Segmentation allows you to send notifications based on your user preferences, thus making them more relevant

Content: The content of the notification is a crucial indicator of your push performance. The content must be clear, concise, and contain all the relevant information that the users might find helpful in making a purchase decision. Moreover, the content of the notifications is helpful in making a favorable impression among users with rich graphics, carousel notifications, product labels, and more. Please note that some of the features are specific to certain platforms, so you must validate the availability of these before you get on board of a push platform.

Automated campaigns: Your push notification campaign must be designed in such a way that you can automate its delivery to your target audience according to a specific schedule. Also, you must look to derive insights from your campaigns using analytics to understand the engagement rate and the conversion rate of your campaigns. Your push notification must allow you to take demographics, timing, user interests, segmentation, and should be able to help you scale your campaigns whenever you want.

Personalization: You are already aware of the various components of web push notifications. However, you must be able to design each of these components according to the user interests and relevant messages before you launch your web push campaigns. Most of the platforms help you to customize only selected fields, but certain platforms allow you to personalize these messages to include two CTAs, carousel product features, and more. You can also add social validation in your push messages using product labels to display the real-time feedback of the actual users. These features not only help you to make your campaign more targeted but also improves the response rate among your users, leading to better conversions.

Rounding Up

Web push notifications or browser push notifications is one of the effective ways to reengage your users. Moreover, it is a one-click opt-in, and the users don’t have to provide any personal details to receive notifications. Additionally, you can use browser push notifications to target your users even when they are not active on your website. Subsequently, when you send messages that include rich images along with relevant product descriptions, the chance of engaging your users improves by quite a margin.

Varsha Singh is a Digital Marketing professional from Bangalore at Affle India Pvt Ltd. I use my articles to provide quality content & tutorials to assist marketers.